The Three Metaphors of Inclusion

1. 020 3195 5250 hello@thisisselfhood.com The Three Metaphors of Inclusion

2. 020 3195 5250 hello@thisisselfhood.com Gen Z research has revealed time and again that the younger generation is keen on driving positive change in the world. Their most important priorities are diversity and inclusion and shaping environments where everyone is equally welcome and acknowledged. 70% of Gen Z consumers are more trusting of brands that represent diversity in their ads. Yet, despite this meaningful Gen Z trend, many brands still fail to portray diversity in their marketing authentically. In fact, as many as 66% of African-Americans and 53% of Latino and Hispanic feel stereotyped in ads. Many campaigns remain plagued by cliches, cultural insensitivity and tone-deafness. This means that it's vital to research inclusivity alongside Gen Z to understand how to do better. In conjunction with Microsoft,

3. 020 3195 5250 hello@thisisselfhood.com Hubspot studied the psychology of inclusion and its effects on advertising.  This article will explore the essential teachings to be taken away.Three Metaphors of Inclusion The research uncovered how language cues and context can evoke feelings of inclusion. Three key metaphors emerged which can be closely tied to emotions that make audiences respond positively to diverse campaigns. In other words, by adjusting the language of your campaign to hit specific key themes and cues, it's easier to create diverse advertising that appeals to Gen Z trends. The three Metaphors are Connection, Openness and Balance, in each stands in conjunction with words that signal inclusion.

4. 020 3195 5250 hello@thisisselfhood.com • Using these cues organically within your ads, content, and website proves more welcoming to diverse audiences. • Another way to communicate these metaphors is to include relevant imagery that evokes these three critical feelings. • Below are some actionable insights into how to portray each metaphor. • Connection • Some of the critical language cues that signify connection include: • Family • Coming together • Unity • Involvement • Diversity

5. 020 3195 5250 hello@thisisselfhood.com • Care • Relate • Trust • Empathy • Accepting • Belonging • Share • Illustrate this metaphor through imagery by: • Including more than one person in an image • Including natural diversity with authentic and genuine imagery and real people being themselves. Reflect on everyday life, rather than actors and  • Create a visible relationship between the people in the image • Include people in your photography, even if the key element is a product

6. 020 3195 5250 hello@thisisselfhood.com • Openness • Openness is associated with the following language cues: • Open • Friendly • Warm • Versatile • Included • No limits • Free • Expanding • Safe • Secure • …and it can be illustrated in imagery through: • Showing people with disabilities

7. 020 3195 5250 hello@thisisselfhood.com • Including multiple people of colour • Including unique subsets of diverse populations • Featuring different body types and non-traditional examples of a specific culture • Balance • Balance, finally, can be invoked through these keywords: • Validated • Caring • Genuine • Real • Unique • Comfort • Welcoming • Growing • Progressive • Accepted • Equality

8. 020 3195 5250 hello@thisisselfhood.com • In imagery, this can be illustrated with: • Equality in how prominently each character is featured • Equity • Ensuring each image represents multiple dimensions of diversity • Campaigns should represent the whole spectrum of people that could make up your potential customer base • Whilst Hubspot and Microsoft’s three metaphors of inclusion provide a helpful guide to understanding inclusivity in advertising, it is no comprehensive manual. Instead, each brand has to work out what matters to its audience and how it can include every dimension of its customer base.  • This is Selfhood focuses on Gen Z research by connecting with a network of U30 consumers. We know how much our connections value diversity and can help your brand find authentic ways to create more inclusive campaigns.

9. 020 3195 5250 hello@thisisselfhood.com Contact Us • Address:- Soho Works, 2, Television Centre, 101 Wood Lane, London, UK - W12 7FRLandline number:- 020 3195 5250Email id:- hello@thisisselfhood.comWebsite:- https://www.thisisselfhood.com/https://www.instagram.com/selfhoodcollective/